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FE Sports to distribute Ridley in Australia and New Zealand

PAAL-BERINGEN, Belgium (BRAIN) — FE Sports of Brisbane, Australia has established Ridley Australasia, the official sales, distribution and finishing partner of Ridley Bikes in Australia and New Zealand. FE Sports will both distribute and paint Ridley Bikes in Australia for the two markets.

"We wanted to provide the discerning Australian cyclist the same level of customization and personalization available from the factory in Belgium," said Danny Brkic, the vice president of FE Sports. "Ridley is a fantastic brand and the product is second to none. We intend to work with a dedicated network of independent bicycle stores to provide Australian cyclists something truly unique; race tested, competition ready frames which they can have finished and equipped exactly the way they want".

Ridley was founded as a frame painter in the 1990's, and custom paint has long been a hallmark of the brand.

Ridley's CEO, Jochim Aerts, said, "When we were approached by FE Sports to partner and paint Ridley's in Australia, both companies saw the opportunity and the potential pitfalls of such an arrangement. Painting a carbon fiber frame to the Ridley standard is not easy. However, after working with the FE Sports staff at our facilities in Belgium, we are confident that they can provide the same quality as we do. We are excited about the new partnership as this allows us to duplicate in Australia what makes us so successful in Europe."

Ridley will provide completed frames ready for paint. FE Sports will then finish in either a stock Ridley pattern or something completely custom. Customers can either purchase a frame and fork by itself or a complete bicycle.